Creating an advertising toolkit

Kramp is an agricultural wholesaler based in the Netherlands, with a huge customer base of dealers across Europe. Founded in Varsseveld by Johan Kramp in 1951, the company now has branches in 19 countries.

In 2017, KISS was approached by Kramp to assist with its forthcoming advertising campaign. The brief was to create a toolkit of advertising materials to promote its core brand values and range of private label products – all under the strapline ‘Whatever it takes to keep you going’. The toolkit comprised print advertisements, emails, a landing page and a presentation for sales representatives. Crucially, it had to ensure the communication was relevant to dealers in 19 countries – and could be easily translated into 15 languages.

The creative routes

KISS designed three creative routes for the required collateral for both phases of the campaign. This included a fold-out direct-mail greeting to dealers that mimicked the design of the iconic Kramp crate that orders are boxed in. Essential to the success of the project was the flexible design of the website. In order for it to be suitable for all markets, the website’s layout had to work with any language. Some European languages, such as German, require more space than English to convey the same message – so the final design would need to have the flexibility to accommodate this.

The result

The toolkit was shared with each of the Kramp regional marketing departments, with the most suitable tools being implemented on a regional basis. KISS and Kramp are currently working on the third phase of the ‘Whatever it takes to keep you going’ campaign – an exciting direct-to-farmer communication outlining the Kramp brand values and the strength of its dealer network.

Discover more of our work

KISS has worked with a wide range of clients, primarily in the education, science and technology sectors. Projects we have been involved with include PR and marketing campaigns, website redesigns and rebranding exercises.